MARKETING MANAGEMENT

KULIAH II

OLEH :
DR.A.ROHENDI,MM.,MH
(08121476583)
ARS UNIVERSITY
2021
REVIEW - LAST WEEK
 MARKETING PARADIGM
Homo
Socius/Economicus
HUMAN
ACTIVITY
Exchange- Transaction
(SOCIOLOGIST
)

Delivering Customer Value

SOCIAL
PROCESS Short Term : Customer
identifying human and social needs
(ECONOMICS)

MARKETING
meeting human and social needs

meeting needs Profitable (Delivering Customer Value)

getting

INSTITUSIONA
L VIEW Not Only Selling Long term : customers, staff,
managers, suppliers and
owners, going where they
want to go together
But Dirigent
 MARKETING IN ORGANIZATION
STRUCTURE
LOCAL
MARKET

TOP MANAGEMENT
DIRIGEN
REGION
GLOBAL AL
MIDDLE MANAGEMENT PROCESS MARKET

MARKETING
MARKET

VIEW

LOWER MANAGEMENT
SELLING
INTERNA NATIONA
TIONAL L
MARKET MARKET
MARKETING MANAGEMENT
PARADIGM choosing target markets
(memilih target market)

and getting, keeping, and growing

customers
ART & SCIENCE
(mendapatkan,menjaga dan
mengembangkan pelanggan)

through creating, delivering, and

communicating
MARKETING
(melalui menciptakan,menyerahkan
MANAGEMENT dan mengkomunikasikan)

the activity, set of

that have superior value for customers,
institutions, and
clients, partners, and society at large.
processes
( mempunyai nilai superior untuk para
(aktifitas dan kumpulan
pelanggan,klient,patner dan pada
institusi dan proses-
masyarakat secara umum)
proses)
 MARKETING PROCESS
MARKETIN
G
Entrepreneurial Selling Staff
PROCESS SHORT TERM

owners customers

GOING WHERE TOGETHER

Formulate Department
LONG TERM

suppliers staff

Building
Intrapreneurial Relationship
managers
 MARKETING FOR OUR LIFE
■ Marketing, more than
any other business FOR MY SELF

function, deals with FOR MY

customers, Creating VERY
IMPORTANCE
FAMILY

customer value and MARKETING

FOR MY
COMPANY
satisfaction are at the FOR MY
very heart of modern SOCIETY

marketing thinking and FORM MY

COUNTRY
practice (KOTLER)
 SUBJECT
The evolution of marketing

The Scope of Marketing

The Philosophy of Marketing

Evolution Of Marketing

Marketing 1.0 Marketing 2.0 Marketing 3.0 Marketing 4.0

• Product • Customer • Human Centric • Off line and

Centric Centric • (Corporate online
• Product • Delivering Social interaction
Quality Customer Responsibility) with Customer
Value • Big data
Essence Of Marketing 4.0
Product Quality

Delivering
Customer
Value
Marketing
4.0
Corporate
Social
Responsibility

Traditional to
Digital
Why Is Marketing Importance?
(Mengapa marketing penting)
financial success often depends on
marketing
Ability (kesuksesan keuangan
perusahaan tergantung marketing)
Value Of Marketing
(Nilai marketing)
extends To Society as
a hole (pentingnya bagi masyarakat
keseluruhan)
socially responsible activities
introduce new or enhanced
products that ease or enrich people’s lives
( membuat/mempertinggi produk untuk
memudahkan kehidupan masyarakat)
builds demand for products and
services (membangun permintaan
produk dan jasa)
creates jobs (menciptakan
lapangan kerja) .
allows firms to more fully engage in
( memungkinkan perusahaan
terlibat dalam tanggung social
perusahaan)
THE SCOPE OF MARKETING
To be a marketer, you need to understand what marketing is, how it works,
who does it, and what is marketed (untuk menjadi seorang marketer, anda perlu
memahami apa itu marketing, Bagaimana marketer bekerja, siapa yang
mengjalankannya, apa yang dipasarkan)
What Is
Definition
Marketing?

What Is
Product
Marketed?

The Scope of
Who Markets? Marketer
Marketing

What Is a Market Place To

Market? Market Space

To understand
Core Marketing
the marketing
Concepts
function
(1) What Is Marketing?
about identifying and meeting
human and social needs

One of the shortest good

definitions of marketing is Delivering Customer Value
“meeting needs profitably.
Marketing

Peter Drucker “the aim of Ideally, marketing should result

marketing is to know and in a customer who is ready to
understand the customer so well buy.
that the product or service fits
him and sells itself

to make the product or service

available
1) What Is Marketing? (2)

the simplest definition is this one:

Marketing is managing profitable
customer relationships

Marketing
Kotler (2015)
The twofold goal of marketing is
(1) to attract new customers by
promising superior value and
(2) to keep and grow current
customers by delivering satisfaction
(2) What Is Marketed ?

Goods Physical goods (Supermarket), Physical goods

Traditional
services Education, Health, Transportation, Financial

Experiences Hospitality Industry

PRODUCT Events Olympics, trade shows, sports events

Persons Artists, musicians,

Marketers market 10
main types of entities
Places Cities, states, regions
Modern
Properties. real estate or financial property (stocks and bonds)

Organizations. Universities, Hospital, museums, bank

TV, Radio, Newspaper and

Information
magazine

Intellectual Right,
Ideas
Programming
Product (Marketing)

an object or system made available

for consumer use;

it is anything that can be offered to

a market to satisfy the desire or
need of a customer.

Product
In retailing, products are often
referred to as merchandise,

in manufacturing, products are

bought as raw materials and then
sold as finished goods
(3) Who Market?
If two parties are seeking
to sell something to each
other, we call them both
staff marketers.
is someone who seeks a
response—attention, a
purchase, a vote, a donation
—from another party, called
the prospect

now must properly manage

marketing is not done only
Visible all possible touch points
by the marketing (where a customer directly
A marketer or indirectly interacts with
department
the company) :Store layout

To create a strong marketing

organization Think

marketers must think like

executives in other
departments, and executives
in other departments must
think more like marketers.
(4) What Is a Market?
physical place where buyers and
sellers gathered to buy and sell
goods.

Economists describe a market as a

collection of buyers and sellers
who transact over a
MARKET particular product or product class
(such as the housing market or the
grain market

Marketers
use the term market to describe
customer groups.
MARKETING SISTEM

Sellers send goods

and services and communications such as ads
and direct mail to the market
SIMPLE
MARKETING
in return they receive
money and information such as customer
attitudes and sales data
(5) The Core Marketing Concept

is a societal process by which

individuals and groups obtain
what they need and want through
Defining
creating, offering, and freely
exchanging products and services
of value with others.
MAREKTING

The Core Concept Of Marketing Understanding definition of

marketing
 (1) Needs,
Wants, and
Demands

(2)Target
(7) Marketing Markets ,
Channels Segmentation,
Positioning

THE CORE
MARKETING
CONCEPT
(6)Relationshi
(3)Offering
ps and
and Brand
Networks

(5)Exchange
(4)Value and
and
Satisfaction
Transactions
(1) Needs, Wants, and Demands

Needs
These needs
Want become
Demand Needs Eat
wants when Demands
the basic human
requirements
directed to
specific objects are wants for Want Fast food
such as for air, that might satisfy specific products
food, water, the need. backed by an
clothing, and
shelter.
ability to pay.
Demand Want+Money
Humans also
have strong
needs for
recreation,
education, and Many people want a Mercedes; only a few can buy one.
entertainment
Companies must measure not only how many people
want their product, but also how many are willing
and able to buy it
(A) NEED
 Self-actualization is basically our need for wanting morality, a sense of
morality, a need for acceptance and also creativity. In other words, the
level of self-actualization can be called as the level of our full
potential.

to feel confident and have a sense of achievement in what we

do. So this level is also called as the level of respect. We like
to gain respect from others in this level.

the need for Love; the need to belong, the need to have
friends and family. So this level of needs is called the social
needs.

The safety needs (personal security, safety of resources, safety

of employment, safety in property and health. All the safety
needs are the basic needs for humans as well.

essential for us to survive. So this can include anything from air for
As a marketer, you should know breathing, water, food, sleep, shelter, and clothing.
which level of Needs is your product
targeting to.
The “Five Types of Needs”
that marketers should know in order to distinguish the type of customer’s
needs are as following

the example of companies fulfilling each level of human’s needs.

The “Five Types of Needs”
that marketers should know in order to distinguish the type of customer’s
needs are as following

■ that’s why it is said that responding only to

the stated need may mislead the customer.
■ Therefore, as a marketer, you should
attempt to discover the REAL NEED of
the customer by asking questions to him.
■ And also fulfilling not only to his REAL
NEED, but also the other needs that he has
unspoken; UNSTATED NEED,
DELIGHT NEED, and SECRET NEED.
■ In this way, you can develop a better
relationship with your customer.
Wants: Specific objects to fulfill
our needs

■ Wants are directed by our

surrounding towards reaching certain
needs.
■ Therefore human’s wants can be
varied depending on each
individual’s perception, environment,
culture, and society.
DEMAND
■ Social factors: social factors can affect behavior and
therefore demand for the different products. Social
factors can be generally categorized into three factors
as following:
■ Social awareness – the increasing in social awareness
of our health can risk us from eating junk food,
drinking alcohol, smoking cigarettes, etc. affect the
demand for those products.
■ Social norms – social norms that are acceptable in
society can affect the demand of the products. For
example, people start getting awareness about the
global warming and reducing the usage of plastic bags
affect the demand for the plastic bags.
■ Social pressures – The pressures influence on people
by peers can affect the demand for the products/
services as well. For example, social pressure on every
child should be literate can increase the demand of
education services.
■ Emotional factors: Emotional factors of the customers
can affect the demand for some products/ services as
well. For example, after some major incidents, the
demand for insurance can be increased.
■ As a marketer, apart from knowing the factors
influencing demands, you should also know the
demand states of your products.
https://j-tradition.com/needs.html
SUMMARY
■ Needs: Needs are the essential things to fulfill the states of deprivation for our survival. Needs can
be basically divided into Physical Needs, Social Needs, and Individual Needs.
■ Wants: A want is a product desired by a customer that is not required for us to survive. So, want is
the complete opposite of need, which is essential for our survival.
■ Demands: If a customer is willing and able to buy a need or a want, it means that they have a
demand for that need or want.
■ As a marketer, understanding the meaning of Needs, Wants, and Demands is not enough for us. We
have to understand how needs are being developed in human’s psychology by studying “Maslow’s
Hierarchy of Needs”. And we must know our product is satisfying which level of the human’s
needs.
■ Moreover, we shouldn’t stop at the level of knowing customer’s real stage. We have to ask questions
to customer in order to know his real need. And we must fulfill not only to his real need, but also to
his other needs: unstated need, delight need and secret need.
■ In conclusion, what we have to remember in marketing is that knowing Needs and Wants of human
is not enough for us. We should always try to measure and estimate the demand for our products as
well.